AVEDA RETURNS TO ITS AYURVEDIC ROOTS

CHAKRA™ BALANCING MISTS AND PROFESSIONAL MASSAGE
EXPLORE MIND/BODY CONNECTION
New York (May 2008)—Aveda™, whose namesake is derived from the Sanskrit words “A” meaning “all” and “Veda” meaning “knowledge,” draws upon its Ayurvedic heritage with the launch of Chakra™ Balancing Body Mists and a professional Chakra™ Balancing Massage. Formulated according to authentic Ayurvedic chakra balancing traditions, Aveda Chakras™ inspire healing, balance and well-being while providing guests with an aroma journey for mind and body.
Chakra™ Balancing Body Mists and Balancing Massage are based on the practice of Ayurveda, a traditional system of healthy living principals and therapeutic practices designed to promote physical, mental, social and spiritual harmony. Originating in India more than 5,000 years ago, the philosophy of Ayurveda recognizes seven main chakras, or, energy centers in the body. Each chakra can affect wellness—when one chakra is blocked, there is an imbalance, resulting in a diminished sense of well-being. Aveda Chakra™ utilizes specially-formulated aromas and holistic massage therapy to harmonize these energy centers, thus promoting health, balance, and personal growth.
Chakra™ Balancing Body Mists are aromatherapeutic blends for mind and body and can be used during mediation, yoga or throughout the day to enhance well-being. The Chakra™ Balancing Massage, enhanced by specially-formulated professional-only Chakra™ Balancing Blends, is a holistic spa treatment that incorporates deep tissue massage, chakra foot reflexology massage, and chakra energy work with a guided meditation to help balance the chakras and reduce stress.
Manufactured with 100% wind power. Aveda is the first beauty company to manufacture with 100% wind power.* Aveda’s funding of new wind energy sources generates enough wind energy to offset 100% of the electricity used by its primary manufacturing facility, distribution facility and corporate headquarters in Blaine, MN. *Per a review conducted of WWD Beauty Report International Top 100 Cosmetic Manufacturers Corporate Websites in April, 2007.
Aveda Chakras™ is available in Aveda salons, spas, stores and online at aveda.com in May 2008. Experience the Chakra Balancing Massage at Aveda spas nationwide. Please visit aveda.com or call 800.328.0849 for locations.
Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world.
CHAKRA BALANCING BODY MISTS
Refreshing aromatic body sprays based on the seven chakras, formulated to balance mind and body.
PERFORMANCE
• 83% felt more balanced after experiencing a Chakra™ aroma.*
• Promotes balance and relaxation throughout the body.
• Helps to enhance yoga and meditative practices.
*Based on a consumer perception study
APPLICATION
• Chakra Journey Cards guide guests in determining which chakra aroma is needed to promote balance. Cards are laid in front of the guest in random order, and they are asked which three cards they identify with most. Guests then experience each of the three aromas with an Aveda Sensory Journey, and select one aroma. This aroma is likely the right aroma to inspire balance and well-being for that day.
• Spray all over body. Do not use on face.
• Use before yoga or meditation to enhance practice and experience.
SUGGESTED RETAIL PRICE
$30, 100ml
CHAKRA™ BALANCING MASSAGE
An innovative 60-minute spa treatment that helps to center the chakras using massage techniques in conjunction with specially-formulated aromatherauptic Chakra™ Balancing Blends. The treatment combines deep tissue massage, chakra reflexology and chakra visualization techniques—with a focus on harmonizing each of the seven energy chakra centers of the body. Guests are also guided through a gentle meditation, which helps reduce stress, decrease muscular tension and increase the energy and healing potential of the treatment. Please contact your local Aveda salon/spa for pricing.
PERFORMANCE
• Chakra™ Balancing Massage, combined with Chakra Balancing Blends, showed a measurable shift towards balance across all chakras.*
• Scientifically proven to promotes balance and relaxation throughout the body.*
• Scientifically proven to restore energy flow throughout the body.*
*Based on Aveda Bio-Energy Capture test
AVEDA BIO-ENERGY CAPTURE
The Aveda Bio-Energy Capture method of Gas Discharge Visualization (GDV) captures and analyzes an individual’s state of well-being, according to his or her own profile of the seven chakras. A unique, digitized camera captures and measures the overall energy released by each fingertip from both hands, each corresponding to the locations of the seven chakras. The size, intensity, shape, and symmetry of each fingertip image reveals clues about an individual’s physical, emotional, and spiritual states.
Chakra Balancing Mists and Balancing Massage launch in May 2008.
AVEDA CHAKRAS™
Aroma Guide
CHAKRA 1: Muladhara
• What is it? The center where we ground ourselves and take care of our basic needs. When the root chakra is balanced, one has a good energy, a feeling of security and a healthy body awareness. When the root chakra is imbalanced, one feels lethargy, resistance to change and the need to slow down.
• Location: Base of spine, near the tailbone
• Color: Red
• Element: Earth
• Key word: Grounded*
• Key Aroma Ingredients: Certified organic patchouli, certified organic vetiver, and olibanum
CHAKRA 2: Svadhisthana
• What is it? The center of vitality and sensation where we move beyond our basic needs into relationships with others. When the pleasure chakra is balanced, one has stable energy, alertness, unblocked emotions and is connected to all five senses. When the pleasure chakra is imbalanced, one feels repression and feels disconnected to the senses.
• Location: Just below the navel
• Color: Orange
• Element: Water
• Key word: Nourished*
• Key Aroma Ingredients: Certified organic orange, certified organic geranium, and sandalwood.
CHAKRA 3: Manipura
• What is it? The center of motivation where we set our intentions and desires. When the power chakra is balanced, one achieves goals, is self confident and has strong motivation and direction. When the chakra is imbalanced, one experiences mental blocks, nervousness and impatience.
• Location: The solar plexus
• Color: Yellow
• Element: Fire
• Key word: Intention*
• Key Aroma Ingredients: Certified organic lavender, certified organic fir balsam, and certified organic lemon.
CHAKRA 4: Anahata
• What is it? The center of sympathy, empathy and love. When the heart chakra is balanced, one feels love and connection to self and others. When the heart chakra is imbalanced, one feels depression, loss of connection and lack of caring.
• Location: Center of chest
• Color: Green
• Element: Air
• Key word: Harmony*
• Key Aroma Ingredients: Certified organic mandarin, certified organic palmarosa, and sandalwood.
CHAKRA 5: Visuddha
• What is it? The center of creativity, self-expression and communication. When the throat chakra is balanced, one has inner trust, inner reliance and easily expresses their ideas and thoughts. When the throat chakra is imbalanced, one feels selfish, has feelings of rejection and has difficulty in expressing oneself.
• Location: The throat
• Color: Light blue
• Element: Infinity
• Key word: Expression*
• Key Aroma Ingredients: Certified organic grapefruit, certified organic rosemary and organic ylang ylang.
CHAKRA 6: Ajna
• What is it? The center of intuition, imagination and perception. When the intuition chakra is balanced, one feels strong intuition, a connection to oneself and mentally fit.
• Location: Between the eyebrows
• Color: Dark blue
• Element: All elements
• Key word: Insight*
• Key Aroma Ingredients: Certified organic petitgrain, certified organic orange, and certified organic geranium.
CHAKRA 7: Sahasrara
• What is it? The center of connecting to something greater than oneself, and expressing wisdom and enlightenment. When the crown chakra is balanced, one feels strong, unclouded and joy for life. When the crown chakra is imbalanced, one feels loss of self, spiritual abandonment and lack of connection to the universe.
• Location: Crown of the head
• Color: Violet
• Element: All elements
• Key word: Wisdom*
• Key Aroma Ingredients: Certified organic angelica root, certified organic elemi, and olibanum.
*Indicates the experience felt when a chakra is balanced.